The theme park industry sometimes known as tourism product forsome countries has been growing rapid and globally. The development of the themepark in the last three decades has affected the size, capacity, products andentertainment offerings. Theme park attraction are able to improve destinationimage, enhance tourism, benefit the economy and provide education, recreation andentertainment opportunity for people. Other than that, theme park offeringemployability opportunity for local residence to sustain the country and economicgrowth.
The concept of theme park is not only as extension to tourism sector but it isconsidered as a new tourism destination and it complement to the tourism pattern(Wang Qian and Sun Qiang, 2013). For example, in recent articles (Zoltak,1998) ithas been argued that many of the Asian countries such as China, Thailand andMalaysia are developing theme parks in order to increase revenue. The growth ofeconomy of theme park as tourist destination would increase economy, provide 2leisure and recreational activities to people. There are many theme parks in themarket which include large scale theme park with thrilling rides, historical features,art galleries, museums, botanical gardens, zoos, and wildlife parks.
Meanwhile,Malaysia is an ideal place for people to enjoy theme park as the country fortunate forhaving green environment and suitable climate and weather.There are many theme park has been built in Malaysia such as GentingHighlands Theme Park, LEGOLAND Theme Park, Sunway Lagoon Theme Park, A’Famosa Theme Park, MAPS Theme park the latest one , and many more. Thesegrowing rate and sustainability of the theme park industry is affected by theattendance of the visitor.1.2 Research BackgroundAccording to (McClung.C.
W,2000) many visitors come to the park becauseof the desire of the children. The parents are willing to please the children by goingto the theme park, as discussed at (Johns and Gyimothy,2002;Bakir andBaxter,2011). They enjoyed watching the children having fun.
For the children, thepreference of different age group is different. For example, from the (Pearce,1988),the children aged 13-16 are interested in thrills than the others. Even thoughchildren’s desire is the main consideration, adults’ interest elements should not beignored.
It could make the park more fun by increasing the adults’ involvement.Many visitors like revisit the theme park very often because they are willingto try something new and the service is satisfy. Frequent visitors have highsatisfaction to the park and purchase the annual pass.
The annual pass allow them torevisit anytime within a period of time. This group of visit are relative less intentionto switch to another brand or theme park. From (Cheng.Q,2014), the variety seekingof products by visitors means the visitors need different prod31.3 Statement Of The ProblemEvery organization that interacts with customers will be dealing with issues ofcustomer satisfaction. In daily life, customers wait for service in a variety of settings,including manufacturing and service business, profit and non-profit organizations, aswell as private and public agencies (Davis & Heineke, 1994).
1.4 Research ObjectivesThe objectives of this study is to determine the customer satisfaction inKidZania Theme Park located in Petaling Jaya and the intention that leading in aresult on customer’s revisit in the future is affected by the service quality, queuemanagement and the safety and security that impact to repeat customer. The studywill address the following objectives:i.
To identify the effectiveness of queue management toward customer’s satisfacationin KZKL.ii.To identify the importance brand image toward customer’s satisfaction in KZKL.iii.To determine the level of safety and security toward customer’s satisfaction inKZKL.iv.
To determine the relationship between queue management, safety and security andbrand image toward customer satisfaction in KZKL.41.5 Significance Of The StudyThroughout this study, the exppected outcomes of this study will providevaluable information to the organization and further improve their managementsystem and increasing its efficiencies, thus maximize their profitability and theeffectiveness of their service system (James Harper, 2013). Hopefully the findings ofthis study will provide some relevant explanations of customer’s satisfaction inKidZania Kuala Lumpur (KZKL). Thus, this information will provide themanagement team on a better perception and understanding of customer satisfactionwith the evaluation of service quality, queue management and safety and security.1.6 Purpose Of The StudyThe purpose of this study is to determine the factor of customer satisfactionthat leading to repeat visitor.
Apart from that, the factor of customer satisfaction isbeing evaluated base on queue management, safety and security also the brand imagethat its impact towards customer’s intention to revisit. These factors, might help thetheme park to attract plenty of customers and eventually provide entertainment andsatisfaction to them.5CHAPTER 22.
0 LITERATURE REVIEW2.1 Background Of The Theme Park IndustryThe selected theme park for this research study is in KidZania Theme ParkKuala Lumpur (KZKL) and has just started their operations on 2012. KZKL is noexception from facing the same problems related to customer satisfaction as the othertheme parks such as LEGOLAND Theme Park, World’s Theme Park, SunwayLagoon Theme Park and etc.
KidZania Theme park is located in Mutiara Damansaraof Petaling Jaya. KidZania Theme Park has located strategically with surroundedattraction such as The Curve, Royal Chulan hotel and the famous Meatball The Ikeaand IPC shopping centre. The theme park also can be access easily by many publictransportation especially MRT station and public bus also reachable by nearby citysuch as Kuala Lumpur also has free shuttle bus from Kelana Jaya to IPC shoppingcentre.Futhermore, to increase this positive growth, the aspect of maintenance ofgames site, cleanliness, facilities and services has to be up grade and keep in a tip topcondition for the use of the employees and tourist. As KidZania Theme Park hasbeen locate strategically at the Petaling Jaya city with surrounded by other place ofattraction such as Royal Chulan Hotel, THE IKEA and also IPC Shopping Mall.With the attraction along the theme park, indirectly can influence the visitor overallsatisfaction when visiting the theme park and nearby attraction.
6According to (Kotler.P,1994), theme park have a layer of product which isthe core product, the most important product, is the excitement and or atmosphere ofthe theme park that creates for the visitors. The tangible product contains the safety,attractions, shows, brand name, quality of service and sharing the park with otherpeople.2.2 Customer RetentionCustomer retention is considered a very important goal and a competitivecomponent in any business environment in the present (Oliver, 1999). Asglobalization proceeded in the world economy, the products and services changedand the competition between the firms started to increase and be more complicated.(Raghda Climis,2016) indicated that a firm’s most important asset is its existingcustomer base.
Therefore, it is essential for companies to keep current clients and tomake sure those customers do not go to competitors.He also states that from afinancial view, there are two assumptions to fully appreciate customer retention.First, obtaining new customers requires new expenses for promotion andadvertising. Thus, new clients cost more than keeping existing ones (Reichheld andSasser, 1990). Second, there was overall agreement among researchers that customerretention indicates long-term relationships. Oliver (1999) determined a customerretention definition as an extreme commitment to re-buy a favorite service or productcontinuously in the future. (Raghda Climis,2016) also stated that many researcherstried to distinguish the factors affecting customer retention and concluded that thereis a connection between customer satisfaction and customer.
72.3 Queue ManagementEfficient queue management is very essential anywhere in order to keep thepeople to be on the move. As (Maister, n.d.
) stated from Levitt, “Products areconsumed, services are experienced.” Accordingly, if managers are to concernthemselves with how long their customers or clients wait in line for service, then theymust pay attention not only to the readily measurable, objective, reality of waitingtimes, but also how those waits are experienced. It is a common experience that atwo minute wait can feel like nothing at all, or can feel like forever.
In addition,(Wilson, 2014) indicated that the customer arrival rate is the way in which acustomer arrives and enters the system for service. Whenever customers arrive at arate that exceeds the processing system rate, a line or queue will form and thearrivals may come in singly or in batches and they may come in consistently spacedor in a completely random manner.(Wilson, 2014) mentioned that the rule for determining the formation of theline or queue and the order in which jobs are processed. There may only be one lineand jobs are processed First-In, First- Out or FIFO. Others may have more than oneline to give certain customers priority such as express lanes in grocery stores. Also,the service mechanism describes how the customer is served.
It includes the numberof servers and the duration of the service time spend in the queue and the actualamount of time the customer has to wait, but also the customer’s perceptions of thatwait (Davis and Heineke, 1994). The efforts need to be made to understand thewaiting process and to reduce the potential negative impact of waits on customer’sevaluations (Kostecki 1996).2.4 Safety And SecurityMeticulous attention to the detail, especially in the area of maintenance, isextremely important to ensure safety and a high quality experience. According to JimReid-Anderson, President and CEO of Six Flags, At Six Flags, nothing is more 8important than your safety. It is our absolute highest priority (Six Flags, 2014). Inparticular, parents will prefer taking their children to theme parks having a goodrecord of park’s safety and security.
Therefore, theme park needs to have a safetyprogramme to ensure it has a safe environment where customers can enjoy theexperience and staff can be satisfied with their workplaces.(Milman, Okumus, & Dickson, 2010) suggest that the industry should focuson the collective good and make an attempt to bring these various organizations andassociations together; not out of financial necessity, but to develop a more cohesiveapproach to the safety of the industry. The combination of identifying trends throughmore accurate reporting of incident rates, with the closing of perceived or real gaps,and the adoption of meaningful nationally recognized standards, the amusement rideand device industry could significantly improve safety efforts.
Without measuressuch as these, the amusement industry might be opening itself up to unwanted andineffective regulations from external agencies.2.5 Brand ImageBrand image is basically what comes into the customers’ mind when a brandis placed in front of the customer. In other words, it means that when the customersassess a brand name, they spontaneously think of the features of a brand. Mohajeraniand Miremadi (2012) explained that image is the overall impression made in theminds of the public about something.
Recent views of hotel operators stated that asolid brand image has the capacity to improve corporate esteem, financialperformance, occupancy, average price, revenue and degree of profitability (FungSo, King, Sparks, & Wang, 2013). Suhartanto and Kandampully (2003) stated thatcompany image also can be an important element in the value equation. Company orbrand image can support or undermine the value that customer’s feel they are getting,and therefore, image can affect loyalty. Brand image can be translated into whatcustomer could benefit, the realization customer’s attributes and the customer’spersonality traits (Maroofi, Nazaripour, & Maaznezhad, 2012).9Image is developed in the customer’s mind through the impacts of promotion,advertisement, public relations, word of mouth and customer’s encounter with theproducts and services (Suhartanto & Kandampully, 2003)2.6 Customer SatisfactionCustomer Satisfaction is a marketing term that measures how products orservices supplied by a company meet or surpass a customer’s expectation.
Customersatisfaction is now considered as the corporate level strategy (Rust & Zahorik, 1993).Research shows that customer satisfaction is the basis and source of success for anorganization. As such, customer satisfaction is a base of relation between marketingand management departments (Claycomb & Martin, 2002), and a source ofcompetitive edge (Anderson,1994).In general, total satisfaction is a total assessment that depends onconsumption experience and total purchases of goods or services through the time(Anderson, 1994).
Customer satisfaction has been defined as direct assessment afterpurchase (Oliver, 1999). Kottler (2000) defined it as a person’s sensing of liking ordisliking that results from comparing the outcome of service or product perceivedperformance in relation to customer expectations.Furthermore, the satisfied customers will probably talk to others about theirgood experiences. This fact, especially in the Middle Eastern cultures, where thesocial life has been shaped in a way that social communication with other peopleenhances the society is more important (Jamal & Naser, 2002). Although satisfactionhas been defined as the difference between expectation and performance, but thereare differences between quality and satisfaction. For example, (Parasuraman, 1991)say that satisfaction is a decision made after experience while quality is not the same.On the other hand, in satisfaction literature, expectations for goods is would, while inservice quality literature, expectations for goods is should.
(E.Ibzan, 2016) stated thatoverall customer satisfaction has three principal components which is satisfactionwith the product, the company, and the salesperson.102.7 Research QuestionsBased on research objectives, the following questionnaires were developed in orderto understand the level of satisfaction.i. What is the level of queue management in KZKL?ii. What is the level of safety and security in KZKL?iii. What is the level of brand image of KZKL?iv.
What is the relationship between the queue management, safety and security alsothe brand image towards customer’s satisfaction?112.8 Theoretical FrameworkThe theoretical framework being used to shows that the relationship betweenIndependent Variables ( queue management, safety and security also the brandimage) and Dependent Variable towards customer’s satisfaction that leading torepeat visitor.Hypothesis Figure 1 : Reveal The Theoretical FrameworkH1: There is a relationship between queue management and customer’s satisfaction.
H2: There is a relationship between safety and security and customer’s satisfaction.H3: There is a relationship between brand image and customer’s satisfaction.12CHAPTER 33.
0 RESEARCH METHODOLOGY3.1 IntroductionThis chapter will be state the process of collect information and the data.Also, the purpose of the collecting data and type of research technique that will beused in a systematic way to solve a problem.
It is a science of studying how researchis to be carried out. It is also defined as the study of methods by which knowledge isgained. Its aim is to give the work plan of research. Research methodology can bedefined as the way or methods of conducting the report.It is a simple plan specifying the methods and procedures for collecting andanalyzing the needed information and as a framework for the research plan action.Inaddition, in this chapter will explain the design adopted to accomplish the study toensure that the method for collecting information is properly gathered andappropriated to solve the research design, study areas, target population, sample size,data collection method and data analysis133.2 Research DesignThe primary data will be collect on site setting through observations andquestionnaires instruments. A descriptive research design using a quantitativeapproach through cross sectional study is considered the most appropriate method tobe used.
Creswell (2007), noted that a quantitative approach is one in which theresearcher primarily uses post positivist claims for developing knowledge andcollecting data on predetermined instruments that yield statistical data with theability to attain large number of respondents. Other than that, it involved thecollection of quantitative data of satisfaction ratings and demographic dataFurthermore, Shaw and Wright (1967) stated that the self-reported survey isone of the best ways in collecting data on human feelings, perceptions, attitudes orany activity from the selected respondents. It is believed that this approach will givea significant meaningful result on the issue that will be investigated. This approachhas been chosen as to ensure that the research would be based upon actual customerexperience in KidZania Kuala Lumpur Theme Park.3.
3 Data Collection MethodThe primary data will be collect on site setting through observations andquestionnaires instruments.In addition, the research used the cross-sectional studies.This cross sectional studies will be carry out once, perhaps over a period of days orweeks or months in order to answer to research question. Moreover, location todistribute the questionnaire only at the workplace areas that suitable and comfortableto respondents answering. Each of respondents have to spend around 3 until 5minutes to answer the questionnaire.
143.3.1 Study AreaThe study area that being focus are at Kidzania Kuala Lumpur Theme Park.This place was chosen because as one of indoor family edutainment centre whichoffers an interactive learning and entertainment experience for kids in a kid sized cityto deliver the first-of-its-kind edutainment fun. Kids able to experience about reallife, empowering, inspiring and educating kids through roleplay. Moreover, thesubject for the research are suitable to focus on this theme park.3.3.
2 Primary DataThrough this study, 150 random respondents were selected to participate inthe data collection. The respondent were briefed about the research intention andwere given the Questionnaire Survey Form which included Section A, B, and C.While answering the questionnaire, the respondents were briefly explained on eachof the section and there were no right or wrong answers.3.3.3 Secondary DataSecondary data is a data that already been collected for purpose other thanprimary data to strenghten the resources. There are two types of resources which isinternal and external secondary data that the researcher collected.
The internal datawill be collected from the sources of human resource department of Kidzania KualaLumpur and external data will be acquired from the information of previous researchsuch as thesis and journal.153.4 Research InstrumentData will be gathered through a survey form that presented in a paper version.The first part is demographic profile which will asked the questions of thedemographic profile such as age, education, income, gender and many more.
Thesecond part will asked on the aspects and factors for this research study. Theindependent variables such queue management, services quality, and safety andsecurity will be asked in this part in determining the dependent variable level whichis customer’s satisfaction in the kidZania theme park. Before that, a pilot test willcarry out before finalize the questionnaire structured by distribute to 20 students,BTH 7 from Bachelor Science (Hons) International Tourism and HospitalityManagement to go through the questions, answer the questions and also give some ofsuggestion or recommendation about the structure of questionnaire.The Questionnaires that were developed are using 5-point Likert scales. Theevaluation options in regard to the concepts of customer’s satisfaction are listed asfollows: (1) definitely disagree, (2) disagree, (3) neither agree nor disagree, (4)agree, (5) definitely agree.
3.5 Sampling Design3.5.1 Target PopulationThe respondents will be KZKL Theme Park’s customer and received noacademic or monetary awards for their participation. We had categorized therespondents into two (2) age groups, respondents over 18 years and above act as aguardian and parents, while respondents under 13 to 17 years old were categorized asa child respondent.16.
6 Data AnalysisThe data were calculated and entered into a computer system for analyses.The Statistical Packages of Social Sciences (SPSS) software will be use to analysesthe data and interprets it. Descriptive statistics: Cross tabulation, Frequencies andMean will be use to analyses the data. SPSS consists of an integrated series ofcomputer programs which enable the user to read data from questionnaire surveysand other sources.3.7 ConclusionAs a conclusion this research will be conduct as the researcher want to knowthe relationship of service quality, queue management and safety and security thatcould indicate the customer’s satisfaction.